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It’s a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to.
Turning your brand into a hero demands a very different approach depending on the market you are operating in.
We...

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It’s increasingly said that today’s brands are the sum of consumer experiences – and that marketers are in the business of selling customer journeys rather than simply stand-alone products. The problem they face, though, is that very few...

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The secrets of igniting online video sharing
What pushes an online video past the tipping point in terms of sharing and reach? What separates those with genuine momentum and sustained influence from those that generate a brief flare of interest...

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What do effective social media campaigns look like? Marketers tend to answer this question by adding up numbers. They keep score of views, likes and shares, of the number of feeds that their activity appears in and the number of actions that it...

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It’s increasingly said that today’s brands are the sum of consumer experiences – and that marketers are in the business of selling customer journeys rather than simply stand-alone products. The problem they face, though, is that very few people are...

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In a rapidly changing digital landscape, marketers must re-think the roles that their brands play in consumers' lives – and how they bring those roles to life across platforms and touchpoints. To be effective, they need a means of targeting...

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Marketers need sophisticated information which enables them to look to the future, not the past, says Rosie Hawkins, global head of brand and communication at Kantar TNS
A constant complaint about market research is that it is backward looking....

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Extensive research from Kantar TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
In this feature we explain the techniques...

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What does great marketing look like in the social media age? Why does one piece of activity set social platforms alight when another barely resonates? And what does it really mean for the brand when it does? These are questions near the top of the...

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Emotion is fundamental to every decision that every consumer makes. It enables our fast thinking, exerts an unconscious influence over our choices and is always, always in play when it comes to how we respond to brands. Brands can only become...

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Brand equity may provide a clear, single-number measure of how brands are doing, but it is situational equity that often holds the key to helping them do better.
If brand equity is the marketing equivalent of Robert Brown’s famous pollen grain, then...

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It’s a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to.
Turning your brand into a hero demands a very different approach depending on the market you are operating in.
We present the...

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Metaphor provides marketers with immensely powerful tools: a means of tapping into the intangible emotions and aspirations that dominate human lives and personalities.
Yet the power of metaphors mean they must be handled with care. In this feature...

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Real-time marketing can seem like an impossibly competitive area for brands, but that’s largely because their definition of it is far too narrow.
For most, the most relevant opportunity isn’t being the winning tweet during the Superbowl or Grammy...

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The goal of most advertising is to acquire new customers. Unfortunately, that’s not what most advertising actually does.
In this feature, we explain how many apparently successful ads only deliver significant engagement amongst consumers who would...

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Giant companies from rapid-growth economies are transforming the make-up of global business.
They are doing so through decisive corporate cultures, in-depth market understanding and a precision approach to identifying and acting upon opportunities....

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It sounds like a simple question, but recent advances in neuroscience prove just how complex a challenge gaining and holding attention can be.
In this feature, we explore how external stimuli, memories and priorities intersect to decide where...

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The world has many popular brands but only a select few have the magnetic power of irresistibility. Now a new study from Kantar TNS has revealed what it takes to become an irresistible brand – and why it is so important to do so.
Irresistible brands...

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23 million members of the Chinese population will have money to spend on indulging themselves for the first time this year – and the vast majority of this newly disposable income will be spent on enjoying new types and new quantities of food and...

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We think of memories as wistful nostalgia – looking back at the past with joy or regret.
In fact, memories exist to help us make decisions. And by understanding how they do it, marketers can gain a powerful competitive edge.
In this feature we...

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The human brain has developed a hugely efficient way of getting us through life, but its management style means that we are often unaware of why we act the way we do.
In this feature, we reveal the secret decision-making systems controlling our...

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Big data is immense, fast and mind-bendingly varied – but researchers must remember that it can no more speak for itself than the smaller sort.
If we retreat behind number-crunching technologies and leave no room for human intuition in Big Data...

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Today’s brand tracking surveys ask the wrong questions – and they ask far too many of them.
In this feature, we explain the flaws that are reducing the effectiveness of many tracking studies – and why Kantar TNS has re-engineered tracking around...

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“Most of the time, what we do, is what we do most of the time”: it’s a statement that captures one of the great truisms of human behaviour, and also one of the great challenges for marketers.
Up to 45 per cent of our behaviour appears to be habitual...

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Marketers and researchers alike have long known that people don’t always make the choices they say they would like to.
But one of the most startling findings of Kantar TNS’s Commitment Economy study is just how often this happens. In fact, on 42 per...